Good Wood

Published on May 01, 2003.

We confess we hate Orbitz. After clicking closed a million popups, why wouldn't we hate Orbitz? But now we hate Orbitz a little less, because Y&R/Chicago talked this client into what seems to be a fairly risky retro marionette campaign - what percentage of the target knows the old TV shows this work is referencing? - and we're just crazy about puppets. CD Ken Erke says research indicates Orbitz is perceived as hipper than its competitors Travelocity and Expedia, so going for something a touch "esoteric" was cool. "Travel advertising is typically characterized by cliche beach scenes and testimonials," he notes. "The marionettes were used to not only break through the clutter of travel advertising but to engage the consumer in our message: Orbitz is a team of travel experts dedicated to solving all your travel needs." We don't know about the message part - the spots are rife with boring copy points barely concealed as dialogue - but the jerky marionettes rule. There's even a microsite (Destinationorbitz.com) with background on the characters.